Some have looked to China, but even the economic giant has seen declines after reopening
As some U.S. states lift restrictions on businesses, the next several days are set to bring the biggest collective retail reopening since the coronavirus pandemic shuttered thousands of stores more than a month ago.
Most crucially, no one knows if shoppers will even want to come back — much less spend money on trendy dresses, leather handbags and diamond jewelry. But with cash dwindling, many retailers have little choice but to reopen where they can. Stores are rushing to adapt safety procedures to make shoppers feel comfortable. Macy’s, opening 68 stores Monday, won’t permit product testing at beauty counters and most fitting rooms will be closed. Signet Jewelers Ltd., owner of stores including Zales and Jared, will have workers donning masks and gloves as it starts opening shops this week. Coach, Kate Spade, Ulta, Chico’s and Bed Bath & Beyond will open only for curbside pickup. Others, including Kohl’s Corp. and Gap Inc.
Executives have learned it takes less than 72 hours’ notice to reopen a store, said Chief Executive Officer Jide Zeitlin. But the company will take it slow, starting with 40 U.S. stores that will only do contactless pickup.But China may also indicate a bleak outlook for America’s retailers. Malls in major Chinese cities are only attracting about 70 per cent of their pre-virus foot traffic a month after reopening, said Sucharita Kodali, an analyst at Forrester Research. In the U.S.
“We’re going to learn so much from the first 68 stores that will influence all the other later stages of what’s going to open,” he said.
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